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| Foreword Momentum | |
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| Preface: Setting You Up to Win | |
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| Getting Started: The Real You | |
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| Finding Your Edge | |
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| Where's the Real Value? | |
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| Learning to Fish | |
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| You Can Do This | |
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| Where Most Photographers Go Wrong | |
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| Two Main Paths | |
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| An Exit Strategy | |
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| Attitude Is Everything | |
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| How Best to Use This Book | |
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| A New Era | |
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| The Grumpies | |
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| The Grumpy Photographer Life Cycle (a.k.a. the Road to Hell) | |
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| A Beth or a Franz? | |
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| The State of Our Age: Globalization and Photography | |
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| The Digi-flat Era | |
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| We Live on Krypton | |
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| "The Words of the Prophets Are Written on the Subway Walls" | |
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| Starting Off Right | |
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| Learning How to Dance | |
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| The Power of Choosing Your Own Adventure | |
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| A Star Is Born | |
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| Flat = Opportunity | |
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| A New Era in Professional Photography | |
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| Freelance or Signature Brand? | |
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| Change Is Here, and It's Neither Good Nor Bad | |
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| The New Market-Where Do You Fit? | |
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| The Best in the World | |
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| Fixing Weakness vs. Maximizing Strength | |
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| The Photographer's Twist | |
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| Embracing Our New Culture | |
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| Choose Your Own Adventure | |
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| From Being Controlled to Being in Control | |
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| Photographer by Design | |
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| Don't Just Invent Yourself, Design Yourself | |
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| Being You-Nique | |
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| The Photographer DNA (pDNA) Assessment Tool | |
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| Go Take the Test | |
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| Welcome Back! | |
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| Discovery | |
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| What's Next? | |
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| The Power of the Fast Track System | |
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| True Confessions | |
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| The Fraud | |
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| The New Me Was the Old Me | |
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| Blogs, Pods, and Vodcasts | |
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| My "Aha" Moment | |
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| Attack of the Grumpies | |
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| But There Was a Problem | |
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| Why I'm Telling You My Story | |
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| Wait a Second... | |
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| Expect Change | |
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| Dream a Dream with Me | |
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| "Photojojo is Your Friend" | |
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| Owning Your Limits and Shooting for the Stars | |
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| Who's Behind the Curtain? | |
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| The Lover's Affections | |
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| Change Your Job, Keep Your Heart | |
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| Global Reach Means a More Customized Clientele | |
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| One Thousand True Fans | |
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| Serving Two Masters | |
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| Insert Your Dreams Here | |
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| Round One: Imagining Life as a Freelance Photographer | |
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| Round Two: Imagining Life as a Signature Brand Photographer | |
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| Round Three: Remembering the Dream | |
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| Your Dreams Will Define Your End Game | |
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| Going Behind the Curtain Yourself | |
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| Time to Make a Decision | |
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| Interpreting Your pDNA | |
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| Getting Started | |
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| Life Must Be Factored In | |
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| Looking at Your Results | |
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| It's Time to Do It | |
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| Intermission | |
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| "Choose Your Own Adventure" Time | |
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| The Signature Brand Photographer | |
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| "I Wanna Be Like Mike" | |
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| The Mike I Wanted to Be Like | |
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| So What about You? | |
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| Congratulations, You're in the Marketing Business! | |
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| I've Got My Brand, Now What Do I Do With it? | |
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| I Don't Want to Sell Anything... | |
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| Don't Sell It, Solve It | |
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| From Prospect to Pursuer | |
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| Be Prepared to Remodel | |
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| Everyone's World Is Flat-Be Known for the Right Reasons | |
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| The 80:20 Principle and You | |
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| The Freelance Photographer (and Other Career Opportunities) | |
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| Becoming a Freelancer with a Smile on Your Face | |
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| Just Remember... | |
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| Your Value is Different as a Freelance Photographer | |
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| Your "You-Niqueness" in the Freelance World | |
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| Finding Work | |
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| Spec Work | |
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| The Role of Second Shooter: Partner, Network, and Learn | |
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| Going the "Hybrid" Route | |
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| Opting to Remain a Non-Professional | |
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| The Business of Being a Photographer | |
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| The Tragedy of Being Trained | |
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| You Are Now a Business Owner | |
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| Start-up Blues | |
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| Getting Organized | |
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| Some Global Ideas to Keep in Mind | |
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| Strengthen Your Backbone | |
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| Automarket | |
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| Scaling at the Right Cost | |
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| Why DIY Is for Hobbyists | |
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| Making the Tough Choice | |
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| DIT: The New DIY for Professionals | |
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| It's Not About the Money, It's About the Future | |
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| Be the CEO | |
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| Getting Ready for Change | |
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| Unprecedented Opportunity | |
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| An Integrated Life | |
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| Create Value | |
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| Keep the End in Sight | |
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| Making the Jump | |
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| Change Is Hard...But It's Less Complex Than You Think | |
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| The Law of Change | |
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| Developing a Vision | |
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| Increasing Your Dissatisfaction | |
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| A Clear Sense of Your Next Step | |
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| Vision + Dissatisfaction + Plan = The Ability to Overcome Resistance | |
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| For Each Other | |
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| Acknowledgments | |
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| Index | |